Our New Concept Stores

New stores

We’ve already launched three of our new concept stores – Blacks in High Street Kensington, Blacks in Holborn and Freespirit in Trafford. By October, there will be six more. In Newcastle, Edinburgh and Kingston, we’ll be opening 3 more new concept Blacks stores. There will also be new Millets stores in Newcastle and Bristol and a Freespirit in Liverpool.

A different look

The new stores are completely refitted, with wood and slate flooring, state-of-the-art lighting, modern fixtures and a whole new level of visual merchandising and theatre. We’ve also streamlined our collections and introduced moveable brand pods that deliver a shop in shop environment.

A change of direction for Millets and Blacks

In our Blacks, Freespirit and O’Neill stores, fashion is very much the focus now as we stock lines from Mambo surfwear to North Face jackets. We’re selling clothes for people to wear about town, as much as in the great outdoors. (One thing that hasn’t changed, however, is the expert product knowledge our staff can offer our customers.)

Our Millets stores are concentrating on the technical side of the business – but we’re introducing a more fashionable face here, too. We’re still catering for the outdoor enthusiast, but they’re just as likely to be heading off to Glastonbury as going trekking in the lakes. In fact, the easy to understand instructions that we now include with all our equipment means that even a complete novice can enjoy using our products.